“Who’s the Man? EmergentGender Codes in China and Implicationsfor Marketers”Jerry Clode,Cultural Insight Lead, Asia Pacific
Exploring emergent gender types in China                                     2
Cultural Insight looks at the world in a different way                                        3
Finding inspiration in “the everyday”,to uncover superhero ideas for brands                                         4
So we look at commercial and popular culture,to find patterns and inspiration                                      5
Taking complex realitiesand making themintuitiveCreating powerful visualstories for your brand –that you can feel         ...
How are we changing?                       7
How is gender changing?                          8
How are gender roles changing?                           9
Who is defining/constructing gender?                            10
Exposinggender, tounderstandfuturedirections?              11
Women maturing,Men immaturing,reverse of Chinesetradition?                     12
Men appear to besomewhatout of tune                   13
While women areshooting ahead!!!                    14
The 12 ArchetypesCreator    Regular Guy   Explorer   Innocent   Hero        SageOutlaw     Lover         Magician    Ruler...
Drum roll ….               16
More Transformative                                                        Ava-Narcisist                                  ...
First looking at women - we see confidence,optimism and transformation                18
First, young women growing up   19
Grown-up CuteYoung women who needto project maturity whilemaintaining their fun side.                              20
Grown-up Cute What created Grown-up Cute?Competitiveness of job marketDeformalisation of ChineseworkplacesMove in fashion...
When it comes to                   Archetypes              Jester Grown-up Cute brands … whats in?Luxury and fashion bran...
Ava-NarcisistsWomen who breakstereotypes, by presenting“multiple-me’s”.                             23
Ava-Narcisist What created Ava-Narcisists?A childhood mediated by“constant photography”Rise of online subjectivities inCh...
Brand ExampleAva-Narcissist
When it comes to                      Archetypes              Magician Ava-Narcisists brands … whats in?Brands that allow...
And we see a similar energy in mature women ….                  27
Boutique MumsMums that don’t see needto compromise on beautyand lifestyle becausethey have a child.                       ...
These aredefinitely notTiger Moms                 29
Boutique Mum What created Boutique Mum?One-child daughters becomemumsTwo working parent homes“Grandparenting” phenomenonR...
Brand ExampleBoutique Mum
When it comes to              Archetypes              Hero Boutique Mum brands … whats in?Brands who talk to mothers     ...
Karma PreensWomen who are anxiousto achieve balance andvitality in their busy lives.                                33
Karma Preen What created Karma Preens?Aging caused by city stressFood safety crisisRedefinition of beauty – from“inside o...
Brand Example     Karma Preen35
When it comes to                       Archetypes               Innocent Karma Preen brands … whats in?Brands that commun...
Ms. IndependentsWomen who are confidentin being themselves,and don’t see theneed for men.                          37
Ms. Independents What created Ms. Independents?One Child Policy creating“daughters raised as sons”More progressive work c...
ExpressionMs. Independent
假如你没有车 假如你也没有房If you have no car, if youalso have no house赶紧靠边别把路来挡Hurry move aside and don’tblock my way我也有车 我也有房I also h...
Precode                        Archetypes When it comes to                         Archetypes              Creator Ms. Ind...
Hyper-AuntieWomen who challengestereotypes of older age.                            42
Hyper Auntie What created Hyper Aunties?Healthy Grey-ing of populationCelebrity icons that refuse to ageFilial tax on the...
Brand ExampleHyper Auntie
ExpressionHyper Aunties
When it comes to              Archetypes            Explorer Hyper-Auntie brands … whats in?Brands that celebrate late   ...
Now some of our moreforward-facing men
Creato-preneursMen who have a primaryurge to be pioneeringand creative.                         48
Creato-preneur What created Creato-preneurs?Confidence in indigenousinnovationGlut of tech-savvy graduatesAccess to “easi...
When it comes to                    Archetypes                  Creator Creato-preneur brands … whats in?Brands that cham...
Stratego-ManMen with a unique strategyto overcome challenges.                             51
Stratego-Man What created Stratego-Men?Political and commercialenvironment that encouragestactical response (entrepreneur...
When it comes to                        Archetypes           Jester Stratego-Man brands … whats in?Brands that playfully ...
The rest of the guys, appear to be lookingbackwards, searching for comfort andreconnection
Salvator KingMen with a heightenedsense of socialconsciousness.                        55
Salvator King What created Salvator Kings?Social consciousness created byWenchuan earthquakeSense of being rich plateau-i...
When it comes to                      Archetypes              Ruler Salvator King brands … whats in?Brands that communica...
Emperor FantasistMen who retreatto the comfort ofpatriarchal tradition.                         58
Emperor-Fantisist What created Ms Independents?Absence of a humanist traditionin ChinaCommodification of sex andrelations...
When it comes to                   Archetypes           Ruler Emperor Fantasist brands … whats in?Brands that express pre...
Adonis-sizersMen who place increasingpriority on personal beautyand grooming.                              61
Adonis-sizer What created Adonis-sizers?OCP gender imbalance createscompetition for femalesBoyband male norms from Japan,...
Brand ExampleAdonis-sizer
When it comes to                        Archetypes           Regular Guy Adonis-sizer brands … whats in?Brands that offer...
Retro ManMen who find comfortand inspiration in the past.                               65
Retro Man What created Retro Men?China’s first TV generationNew generation searching foridentityNostalgia for a simpler p...
ExpressionRetro Man               67
When it comes to                    Archetypes                   Regular Guy Retro Man brands … whats in?Brands that reco...
More Transformative                                                        Ava-Narcisist                                  ...
So what might we see in the future …  Empress Fantasists  Cultural Purists   Masco-Queens   Domestic Dads   Revo-retro Wom...
Some images of the Client Session that followed the paperPrepared for SourceLive 2011   Cultural Insight and Positioning  ...
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Secret to Better Marketing in China - Emergent Gender Types in China - Jerry Clode, Added Value

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Insightful look at gender typologies in China, and the important consequences for marketers in this rapidly changing market.

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Secret to Better Marketing in China - Emergent Gender Types in China - Jerry Clode, Added Value

  1. 1. “Who’s the Man? EmergentGender Codes in China and Implicationsfor Marketers”Jerry Clode,Cultural Insight Lead, Asia Pacific
  2. 2. Exploring emergent gender types in China 2
  3. 3. Cultural Insight looks at the world in a different way 3
  4. 4. Finding inspiration in “the everyday”,to uncover superhero ideas for brands 4
  5. 5. So we look at commercial and popular culture,to find patterns and inspiration 5
  6. 6. Taking complex realitiesand making themintuitiveCreating powerful visualstories for your brand –that you can feel 6
  7. 7. How are we changing? 7
  8. 8. How is gender changing? 8
  9. 9. How are gender roles changing? 9
  10. 10. Who is defining/constructing gender? 10
  11. 11. Exposinggender, tounderstandfuturedirections? 11
  12. 12. Women maturing,Men immaturing,reverse of Chinesetradition? 12
  13. 13. Men appear to besomewhatout of tune 13
  14. 14. While women areshooting ahead!!! 14
  15. 15. The 12 ArchetypesCreator Regular Guy Explorer Innocent Hero SageOutlaw Lover Magician Ruler Nurturer Jester 15
  16. 16. Drum roll …. 16
  17. 17. More Transformative Ava-Narcisist Creato-preneur Grown-up Cute Hyper-AuntieBoutique Mum Karma Preen Ms. Independent Stratego-ManLess Transformative Salvator King Emperor Fantasist Adonis-sizer Retro Man 17
  18. 18. First looking at women - we see confidence,optimism and transformation 18
  19. 19. First, young women growing up 19
  20. 20. Grown-up CuteYoung women who needto project maturity whilemaintaining their fun side. 20
  21. 21. Grown-up Cute What created Grown-up Cute?Competitiveness of job marketDeformalisation of ChineseworkplacesMove in fashion from pop to classicstyles/Shanghai 30sLocal pop culture celebration ofoffice heroines How do we recognize them?Dressing up, but maintaining somefunHairstyles that suggest control andpower What are they a reaction to?Stereotype of the “young anddisempowered female” You definitely know you are a Grown-up Cute, if you …?Find yourself borrowing yourmother’s clothes 21
  22. 22. When it comes to Archetypes Jester Grown-up Cute brands … whats in?Luxury and fashion brands that Magician give you the “the image” with a splash of fun PrecodeTechnology brands that can blend professionalism with personalityBrands that celebrate young Kawaii Clan office workers succeeding without selling outBrands that offer ways to break the sterility of office environments 22
  23. 23. Ava-NarcisistsWomen who breakstereotypes, by presenting“multiple-me’s”. 23
  24. 24. Ava-Narcisist What created Ava-Narcisists?A childhood mediated by“constant photography”Rise of online subjectivities inChinaFantasy literature and gameculture How do we recognize them?Striking one of countless poses orpoutsPhotoshop©-ing images ofthemselves What are they a reaction to?Prescriptive femininity ofoffice culture You definitely know you are an Ava-Narcisist, if you …?Think more in terms of “whatme?” rather “what to wear?”before you leave in the morning 24
  25. 25. Brand ExampleAva-Narcissist
  26. 26. When it comes to Archetypes Magician Ava-Narcisists brands … whats in?Brands that allow opportunity to Creator create a “new personality” PrecodeBrands that become a indispensable accessory or collectableSocial media that allow you be part of the brand Gucci GirlsBrands that present femininity as multi-faceted rather than one- dimensionalA platform to share “the latest version of you” 26
  27. 27. And we see a similar energy in mature women …. 27
  28. 28. Boutique MumsMums that don’t see needto compromise on beautyand lifestyle becausethey have a child. 28
  29. 29. These aredefinitely notTiger Moms 29
  30. 30. Boutique Mum What created Boutique Mum?One-child daughters becomemumsTwo working parent homes“Grandparenting” phenomenonRemote parenting How do we recognize them?Increasing engagement withfashion as they matureProviding a modern role modelfor their childHanging out with other boutiquemums online or in person What are they a reaction to?One Child Policy goinginter-generational You definitely know you are a Boutique Mum, if you …?Dress your child to match youroutfit 30
  31. 31. Brand ExampleBoutique Mum
  32. 32. When it comes to Archetypes Hero Boutique Mum brands … whats in?Brands who talk to mothers Explorer as modern and motivated Precode women, not just mums with a sidelineBrands that ageblur - avoid talking about mums as Working Mums “somehow older”Brands that present mothers with envied beauty amongst younger colleaguesBrands that emotionalize mothers acting as a modern role model to their child 32
  33. 33. Karma PreensWomen who are anxiousto achieve balance andvitality in their busy lives. 33
  34. 34. Karma Preen What created Karma Preens?Aging caused by city stressFood safety crisisRedefinition of beauty – from“inside out”Renaissance of TraditionalChinese Medicine How do we recognize them?Injecting athleticism into beautyAdvocating (not necessarilyfollowing) healthy eatingAccessorizing with Chinese folkitemsRecreating their office space intoa personal spa What are they a reaction to?City living You definitely know you are a Karma Preen, if you …?Check labels, and lookforward to rejecting the product 34
  35. 35. Brand Example Karma Preen35
  36. 36. When it comes to Archetypes Innocent Karma Preen brands … whats in?Brands that communicate beauty Explorer as a projection of inner healthBrands that champion a femininity Precode that is athletic and kick-assBrands that offer friendly education on ways to achieve zen balanceBrands that “go that extra way” to Aerobics Girl give you the bestBrands that offer ways to leverage TCM into a busy modern lifestyleBeauty brands that offer powerful but pure products 36
  37. 37. Ms. IndependentsWomen who are confidentin being themselves,and don’t see theneed for men. 37
  38. 38. Ms. Independents What created Ms. Independents?One Child Policy creating“daughters raised as sons”More progressive work cultureand new entrepreneurshipStumbling status of Chinese menInternational norms (via blackmarket DVD culture) How do we recognize them?Re-creating and manipulatingmen to their expectationPreference for gender neutralstyles What are they a reaction to?Girly-girls and traditional men You definitely know you are a Ms. Independent, if you …?Feel your dog is your preferablepartner 38
  39. 39. ExpressionMs. Independent
  40. 40. 假如你没有车 假如你也没有房If you have no car, if youalso have no house赶紧靠边别把路来挡Hurry move aside and don’tblock my way我也有车 我也有房I also have a car, I alsohave a house还有人民币在银行As well as RMB in the bank你们要是还没有我强If you guys aren’t even ascapable as me别吃软饭我不是你的娘 ExpressionDon’t depend on me, I’mnot your mother! Ms. Independent
  41. 41. Precode Archetypes When it comes to Archetypes Creator Ms. Independent brands … whats in? OFFICE QUEENSBrands that celebrate Sage When it comes to Ms. Independent brands success of females in …. whats in? Precode traditionally masculine rolesBrands that celebrate female enjoyment without the need for men Office QueenBrands that present fun renditions of women scrutinizing or recreating menBrands that show “the power of sisters” 41
  42. 42. Hyper-AuntieWomen who challengestereotypes of older age. 42
  43. 43. Hyper Auntie What created Hyper Aunties?Healthy Grey-ing of populationCelebrity icons that refuse to ageFilial tax on the rich generationA lot of free time, and better healthto enjoy itTradition of revolutionary heroines How do we recognize them?Heavy focus on exercising (usuallyin groups)Stereotype-breaking use oftechnologyPride in surprising andembarrassing those younger thanthem What are they a reaction to?Generation power gap caused byrapid development You definitely know you are a Hyper Auntie, if you …?Think “slowing down” seemsentirely ridiculous 43
  44. 44. Brand ExampleHyper Auntie
  45. 45. ExpressionHyper Aunties
  46. 46. When it comes to Archetypes Explorer Hyper-Auntie brands … whats in?Brands that celebrate late Outlaw blooming and exploration PrecodeBrands that recognizes the crucial matriarch role of Hyper Aunties in the wider family system Elderly ChicBrands that recognize the importance of communalism for these womenBrands that create social media campaigns for Hyper Aunties
  47. 47. Now some of our moreforward-facing men
  48. 48. Creato-preneursMen who have a primaryurge to be pioneeringand creative. 48
  49. 49. Creato-preneur What created Creato-preneurs?Confidence in indigenousinnovationGlut of tech-savvy graduatesAccess to “easier” capitalRise of celebrity creators How do we recognize them?Hanging out in studios and non-traditional work spacesPosing reflectively with theircreationsOptimistic gazes into the future What are they a reaction to?Headdown careerism You definitely know you are a Creato-preneur, if you …?Know the next “Steve Jobs” willbe Chinese 49
  50. 50. When it comes to Archetypes Creator Creato-preneur brands … whats in?Brands that champions and Hero leverages local creative spiritProvide opportunity to contribute Precode input to a favored brandNarratives that celebrate non- traditional entrepreneursBrands that become enablers and Return Tech Turtles inspiration in “the struggle to realize dreams”Brands that provide a stage for undiscovered talentBrands that create collaboration between “masters” and the “new generation of talent” 50
  51. 51. Stratego-ManMen with a unique strategyto overcome challenges. 51
  52. 52. Stratego-Man What created Stratego-Men?Political and commercialenvironment that encouragestactical response (entrepreneurialand comedic)Tradition of strategic appreciation- Chinese chess, and morerecently, snooker How do we recognize them?Reflective and meditativeposturingJose Morinho-like confidence inown abilities What are they a reaction to?“One Road for All” conformity ofearly Chinese reform You definitely know you are a Stratego Man, if you …?Think you are smart, andeveryone agreesHave written a piece of airportliterature, or are planning to 52
  53. 53. When it comes to Archetypes Jester Stratego-Man brands … whats in?Brands that playfully challenge the Sage “ordinary way of seeing or doing”Brands that create interesting Precode tactical challenges as part of their campaignsBrands that celebrate “I did it my way” stories Stock JunkieBrands that offer education that helps you to appreciate and be a connoisseur 53
  54. 54. The rest of the guys, appear to be lookingbackwards, searching for comfort andreconnection
  55. 55. Salvator KingMen with a heightenedsense of socialconsciousness. 55
  56. 56. Salvator King What created Salvator Kings?Social consciousness created byWenchuan earthquakeSense of being rich plateau-ingIncreasing levels of spiritualityCorruption and the excess ofovernight millionaires How do we recognize them?At the frontline to help others inneedCompelling others to selfless actsSporting revolutionary symbols –“serving the people” reinvented What are they a reaction to?Irresponsible wealth of theReform Period You definitely know you are a Salvator King, if you …?Have already signed off that youwill give it all back when you die 56
  57. 57. When it comes to Archetypes Ruler Salvator King brands … whats in?Brands that communicate a sense Nurturer of responsibility to disadvantaged groups PrecodeBrands that offer real and virtual opportunities to “join a cause”Brands will locally entrenched CSR programs New-NationalistService brands that create a sense of community and regionalityBrands that engage brand ambassadors and their charities 57
  58. 58. Emperor FantasistMen who retreatto the comfort ofpatriarchal tradition. 58
  59. 59. Emperor-Fantisist What created Ms Independents?Absence of a humanist traditionin ChinaCommodification of sex andrelationshipsAcceptance of Mistress culture How do we recognize them?KT V is the preferred location forbusiness activitiesMore business trips than areneeded for business Applied for a mistress credit cardfrom Huaxia Bank What are they a reaction to?Fear of modern women You definitely know you are a Emperor Fantasist, if you …?Thought Hong Kong softpornblockbuster “Sex and Zen”seemed like a normal weekend inMacao 59
  60. 60. When it comes to Archetypes Ruler Emperor Fantasist brands … whats in?Brands that express premium Lover consumption as a form of irresistibility PrecodeBrand that cheekily approve of “boys being boys”Brands that present more simple, approving, and unquestioning New Rich Guy womenBrands that offer escape to scenarios where power is king, and anything goesDiscreet financial services for mistresses? 60
  61. 61. Adonis-sizersMen who place increasingpriority on personal beautyand grooming. 61
  62. 62. Adonis-sizer What created Adonis-sizers?OCP gender imbalance createscompetition for femalesBoyband male norms from Japan,South KoreaExplosive growth of the menspersonal care category How do we recognize them?Self-admiring gazes in the mirrorRunning their hands through waxedhairHigh brand engagement withcosmetic and fashion brands What are they a reaction to?Unimpressed and increasinglypicky women You definitely know you are a Adonis-sizer, if you …?Get honked at by other drivers,cause you are too busy checkingyourself out in the rearvision mirror 62
  63. 63. Brand ExampleAdonis-sizer
  64. 64. When it comes to Archetypes Regular Guy Adonis-sizer brands … whats in?Brands that offer an everyday way Lover to boost beauty – easy routines PrecodeBrands that make preening yourself feel manlyBrands that let them know they are not alone in “raising their grooming bar “ New Gym GuyEducation that helps them understand product qualities and usageBrands that break the formality and exemplary nature of male beauty – fun with beauty 64
  65. 65. Retro ManMen who find comfortand inspiration in the past. 65
  66. 66. Retro Man What created Retro Men?China’s first TV generationNew generation searching foridentityNostalgia for a simpler pastGlocalisation – localizing globalcontent How do we recognize them?Track pants and old school glassesCollectors of toys and nostalgia What are they a reaction to?White collar cultureWestern mimicry You definitely know you are a Retro Man, if you …?Have a “Transformers” sticker onyour car or scooter 66
  67. 67. ExpressionRetro Man 67
  68. 68. When it comes to Archetypes Regular Guy Retro Man brands … whats in?Brands that recount the shared Innocent memories and icons of a TV upbringing PrecodeBrands that recast nostalgia in a local Chinese lightBrands that rediscover lapsed Culture Connoisseurs brands and traditionsPlatforms that provide a familiar context for post-80s to connect 68
  69. 69. More Transformative Ava-Narcisist Creato-preneur Grown-up Cute Hyper-AuntieBoutique Mum Karma Preen Ms. Independent Stratego-ManLess Transformative Salvator King Emperor Fantasist Adonis-sizer Retro Man 69
  70. 70. So what might we see in the future … Empress Fantasists Cultural Purists Masco-Queens Domestic Dads Revo-retro Women And the future… 70
  71. 71. Some images of the Client Session that followed the paperPrepared for SourceLive 2011 Cultural Insight and Positioning June 17, 2011 Confidential 71

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